Intelligence from the Field
Strategic thinking and practical guidance grounded in building applied AI, data and software systems for real operational and commercial problems.
Browse the Glossary
Playbooks
How to build a customer data strategy for an ecommerce brand
Customer data strategy for ecommerce brands: how to move from data accumulation to commercial activation. A practical framework for marketing and growth leaders.
Perspectives
AI for ecommerce pricing: a practical introduction
AI for ecommerce pricing explained for growth leaders - how it works, where the margin value sits and how to implement it without wasted spend.
Perspectives
How to use AI to reduce customer acquisition costs in ecommerce
Reducing customer acquisition costs in ecommerce starts with an intelligence problem, not a media problem. Here's how AI fixes the real issue.
Perspectives
What marketing data do you need before AI adds any value?
Marketing AI fails without the right data foundation. Here's what marketing directors need to fix before any AI tool can add real commercial value.
Perspectives
How AI is changing ecommerce personalisation at scale
AI is reshaping ecommerce personalisation at scale. Here's where the real leverage sits and what separates businesses moving forward from those running expensive experiments.
Perspectives
AI attribution modelling vs last-click: what ecommerce brands need to know
AI attribution modelling vs last-click: what ecommerce brands spending at scale need to know about where last-click is costing them real money.
Perspectives
How to use AI for demand forecasting without a data science team
AI demand forecasting without a data science team - a practical framework for ecommerce and marketing leaders ready to reduce forecast error and recover margin.
Field Notes
AI for customer segmentation: what actually works in ecommerce
AI for customer segmentation in ecommerce - what methods actually work, where RFM falls short and how to move from model to commercial decisions.
Perspectives
Why Cyber Security Is Now a Board-Level Priority for SMEs - Insights
When Jaguar Land Rover's production lines went dark in September 2025, the £5 million daily losses sent shockwaves far beyond the automotive sector. The incident - alongside similar disruptions at Marks & Spencer and…
Perspectives
What does a successful AI transformation look like at scale?
What does a successful AI transformation look like at scale? A practical guide for senior leaders at £500m–£1.5bn firms moving from pilots to production.
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